The buyer's journey for technology purchases is rapidly evolving and tech marketers must now

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Rethinkthe
Tech Buyer’s Journey

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Hello!
​ Kelly Kyer
​ Global Lead - Technology Vertical Marketing
​ LinkedIn

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Housekeeping…

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Rethinkthe
Tech Buyer’s Journey
1. The Tech Buying Committee
• Why does it matter
• Why does it exist
• Who is it
2. Why and how should you use content to
reach and unify your buying committee
• Multiple functions
• Common goals
3. Content is not just about lead generation…
• Think beyond the sale
• Align with your sales and post-sales teams

5. 5
Rethinkthe
Tech Buyer’s Journey
1. The Tech Buying Committee
• Why does it matter
• Why does it exist
• Who is it
2. Why and how should you use content to
reach and unify your buying committee
• Multiple functions
• Common goals
3. Content is not just about lead generation…
• Think beyond the sale
• Align with your sales and post-sales teams

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A huge shift is under way. Boundaries are blurring in many
dimensions — not just between IT leaders and their business
colleagues... IT strategy and business strategy are no longer
separate; they have become inseparable.
​ Why the Tech Committee matters?
Source: Accenture Technology Vision 2014; http://www.accenture.com/microsites/ittechnology-trends-2014/Pages/tech-vision-report.aspx

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ITDM
Multiple titles with:
• Budget
• Purchase authority
• Influence
OperationsFinanceSalesMarketing HR
The Tech Buying Committee: Then

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The Tech Buying Committee: Now
OperationsFinanceSalesMarketing ITDM HR
Now all possess budget, purchase authority, and influence in tech buying

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Technology decision making is beyond the senior IT department
78%
of the Technology buying Committee
works outside of IT
30% 61%
are individual
contributors or managers
control part or all of
the IT Budget
LinkedIn, Nurturing the IT Committee Research 2014: In which department do you work? In which of the following stages of IT decision-making are you currently involved?

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10+ million
global LinkedIn members who influence IT
decisions across departments and seniorities

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Growing
1.25xfaster than general
member growth

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​ We surveyed 3,800+
technology decision-makers globally
But, who are they?

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Hardware Software & Services
We looked at technology buyers in 2 ways.

14. Six Stages of Technology Buying*
Spec/Fund
Vendor
Choice
Implement Manage RenewIdentify Needs
1414
4-6 months 4-6 months 4-6 months 4-6 months 4-6 months 1-2 months
12 months+
time involved in all stages of buying
across hardware and software & services
Source: Andy Bartels, Forrester, “Understanding Shifting Technology Acquisition Patterns,” February 2014
And we looked at their ENTIRE journey
The Buying Cycle:
It’s long, but well worth
the trip

15. 45%
52%
59%
51%
62%
50%
Needs Specs/Funding Vendor Choice Implementation Management Renewal
1515
4+ functions
(% among buyers participating in each stage)
4+ functional groups can be involved at each stage.

16. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1
2
3
4
5
6
16
On average, 5.4 people
are involved in today’s
B2B purchase decisions.
​ SOURCE: CEB/Motista 2013 B2B Brand Survey
Number of Group Members
Chance of Purchase
It’s Important because Group size matters

17. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1
2
3
4
5
6
Which means there’s
only a 30-50%
chance of purchase
Number of Group Members
Chance of Purchase
17
​ SOURCE: CEB/Motista 2013 B2B Brand Survey
It’s Important because Group size matters

18. So who’s our tech buying committee?
Engineering
Operations
IT
Business Development
Purchasing
Support
Sales
Finance
Project Management
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19. IT 1 1
Engineering 1 1
Operations 1 1
Prog. and Proj. Mngmnt 1 2
Finance 1 2
Bus. Development 3 2
Support 2 3
Accounting 3 -
Marketing - 2
Purchasing 3 -
Sales - 2
Research 3 -
Consulting/Ext. Consultant - 3
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Hardware Software & Services
The buying committee is a complex group...
​ * Each function’s’ importance was ranked across four measures: 1) perceived leadership in six stages of buying; 2) likelihood of being cross-functional partner to a leading role; 3) propensity to be a formal decision maker; and 4) perceived influence
on vendor opinion among those involved in Vendor Choice. Gartner source: http://my.gartner.com/portal/server.pt%3Fopen%3D512%26objID%3D202%26mode%3D2%26PageID%3D5553%26ref%3Dwebinar-rss%26resId%3D1871515
Extremely Important 1 Very Important 2 Important 3Importance to the decision process*

20. IT 1 1
Engineering 1 1
Operations 1 1
Prog. and Proj. Mngmnt 1 2
Finance 1 2
Bus. Development 3 2
Support 2 3
Accounting 3 -
Marketing - 2
Purchasing 3 -
Sales - 2
Research 3 -
Consulting/Ext. Consultant - 3
20
Hardware Software & Services
…in some surprising, often non-technical, functions.
​ * Each function’s’ importance was ranked across four measures: 1) perceived leadership in six stages of buying; 2) likelihood of being cross-functional partner to a leading role; 3) propensity to be a formal decision maker; and 4) perceived influence
on vendor opinion among those involved in Vendor Choice. Gartner source: http://my.gartner.com/portal/server.pt%3Fopen%3D512%26objID%3D202%26mode%3D2%26PageID%3D5553%26ref%3Dwebinar-rss%26resId%3D1871515
Extremely Important 1 Very Important 2 Important 3Importance to the decision process*

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Rethinkthe
Tech Buyer’s Journey
1. The Tech Buying Committee
• Why does it matter
• Why does it exist
• Who is it
2. Why and how should you use content to
reach and unify your buying committee
• Multiple functions
• Common goals
3. Content is not just about lead generation…
• Think beyond the sale
• Align with your sales and post-sales teams

22. 2222
Discussed technology solution/vendor with…
1%
13%
22%
45%
51%
70%
Others
Friends/family
Thought leaders
Colleagues not directly
involved in process
Technology users (e.g., via
usage stats, surveys)
Professional peers
Who’s helping buyers navigate their journey?
discuss technology
solution/vendor with an
outside party
86%
86%
buyers look outside
the buying committee
for opinions
8 in 10

23. ​ 2 to 4
​ distinct pieces of content at
​ each stage of the purchase journey
Content consumption happens at every stage.
23

24. So, what motivates this diverse group of decision-makers?
Proj. Mgmt. Finance Accounting
Top Factors Driving Willingness to Engage with Sales
IT Engineering Bus. Dev. Operations Purchasing Sales Support
Bases: N=32-598, recent technology buyers (last 3 months) in key functions
In general, how important are the following factors in your willingness to engage with sales professionals and other employees of [technology type] vendors? 24
Subject Matter Expertise
Consultation/Education/Tools
Business Model
Costs/Business Impact
User Adoption
Know/Trust Product /Service
Tier 1 audiences Tier 2 audiences

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Top reasons vendors make the short list:
Bases: Technology decision process participants (last 3 months) in 11+ person companies across 11 major markets who shortlisted a company that is “new” (i.e., their company never worked with it)
Subject Matter Expert-Consultation
Features-Functionality
Cost-Price-Terms
Quality-Reliability
References-Trust

26. ​ The best way to build customer consensus isn’t to do a better
job of connecting individual customer stakeholders to the supplier but
to more effectively connect customer stakeholders to one another.
26https://hbr.org/2015/03/making-the-consensus-sale

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​ Top types of information sought in each stage of IT decision-making process
Identify Needs Spec/Fund Vendor Choice Implement Manage Renew
IT industry news / strategy info1
Product / solution demo / software trial3
Best practices, how-to’s, checklists2
Earn more interest with a variety of content
Diagnostic / assessment tools4

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Start with content about general industry topics, prioritized
for your audience
Author or promote expert content on the direction and
use of your industry’s products
Promote branded user reviews and case studies to drive
consideration and selection of your company
1
3
2
Three types of education

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Rethinkthe
Tech Buyer’s Journey
1. The Tech Buying Committee
• Why does it matter
• Why does it exist
• Who is it
2. Why and how should you use content to
reach and unify your buying committee
• Multiple functions
• Common goals
3. Content is not just about lead generation…
• Think beyond the sale
• Align with your sales and post-sales teams

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The technology space is more competitive than ever.
21%
Hardware
31%
Software & Services
(% who shortlisted a “new” vendor)

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Hours spent researching at each stage – Last 3 Months
Know when and where content engagement is most critical.
​ Base: N=583-631 recent technology buyers in 11+ person companies across 11 major markets – participating in each stage
7 7
16
7
16
7
Needs Specs Vendors Implementing Managing renewing
Top Resources Used
• Vendor website
• Blogs, forums, boards
• Technology media
• Social Media
• Webinars

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40%
50%
60%
70%
80%
90%
Needs Specs/Funding Vendor Choice Implementation Management Renewal
Hardware for End Users
Software & Services
Engaged Directly with Vendors – Last 3 Months
(% among buyers recently participating in each stage)
Engagement is constant throughout the journey…
​ Bases: Technology decision participants (last 3 months) in 11+ person companies across 11 major markets in each market who recently participated in each stage
​ Hardware for End Users n=140-173, Software for End Users n=163-199, Data Center Hardware n=142-162, Data Center Software n=132-167
12 months+

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40%
50%
60%
70%
80%
90%
Needs Specs/Funding Vendor Choice Implementation Management Renewal
Hardware for End Users
Software & Services
Engaged Directly with Vendors – Last 3 Months
(% among buyers recently participating in each stage)
…and there are peak times pre- and post-sale.
​ Bases: Technology decision participants (last 3 months) in 11+ person companies across 11 major markets in each market who recently participated in each stage
​ Hardware for End Users n=140-173, Software for End Users n=163-199, Data Center Hardware n=142-162, Data Center Software n=132-167
12 months+

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0%
10%
20%
30%
40%
50%
60%
Salesperson reached out
Attended event…by vendor
Spoke/emailed with support
Professional peer...referred me
I submitted my contact information
I reached out to sales
Interactions across all tech buyers
Spec/Fund
Vendor
Choice Implement Manage RenewIdentify Needs

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0%
10%
20%
30%
40%
50%
60%
Salesperson reached out
Attended event…by vendor
Spoke/emailed with support
Professional peer...referred me
I submitted my contact information
I reached out to sales
Support, Sales and Peers are the top three
sources of interaction at every stage.
Spec/Fund
Vendor
Choice Implement Manage RenewIdentify Needs

36. 67%
3636LinkedIn, Nurturing the IT Committee Research 2014: How significant is the role education plays in the following types of decisions undertaken by your organization?
More likely to consider an IT
vendor who educates me through
each stage of the decision process
Educating throughout the purchase funnel makes
generating leads more effective

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Technology buyers engage intensively throughout the process.
Top Relevant Topics Engaged on LlinkedIn, 3 Mos Prior
cloud computing
data center
business analysis
active directory
itil
xss
pricing
hadoop
amazon ec2
asp.net
computer security
vmware
solution architecture
databases
internationalization
scalability
offshore operations
vulnerability
automation
pci dss
business requirements
etl
vdi
sla
iam
Solr
user experience
cloud computing
agile methodologies
data warehousing
predictive analytics
information security
security
data integration
symmetrix
amazon ec2
xss
data center
vsphere
hp-ux
scalability
hadoop
websphere mq
sql injection
load testing
databases
cyber warfare
emv
rational performance tester
consulting
performance appraisal
cloud computing
amazon ec2
vmware
performance testing
sun
information security
x.509
project management
windows 7
data center
emv
open source software
xml
scalability
eai
omniscript
jquery
microsoft sql server
it service management
abap
test automation
jboss application server
java enterprise edition
mobile computing
operating systems
db2
outsourcing
supplier development
data center
personnel management
cloud computing
sun
defects
computer security
websphere mq
google technologies
open source software
mobile payments
xss
nfc
data warehousing
performance appraisal
future trends
cyber warfare
business process
scalability
oa framework
hall
iso 9000
sql injection
it outsourcing
healthcare information
technology
db2
temenos t24
cloud computing
business analysis
amazon ec2
vmware
ad networks
mobile payments
negotiation
project management
scalability
l-1
vulnerability
zfs
defects
richfaces
ios development
websphere portal
consulting
java enterprise edition
telemedicine
abap
swt
xss
iso 9000
eai
junit
pim-dm
requirements analysis
tomcat
ide
cloud computing
vmware
websphere mq
outsourcing
sql injection
financial services
data center
query tree
emv
sun
var
scalability
eai
user research
offshore operations
infrastructure
business analysis
virtualization
payment gateways
databases
mobile applications
service level agreements
app-v
esb
mobile platforms
future trends
sqoop
Spec/Fund Vendor Choice Implement Manage RenewIdentify Needs

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78%
38LinkedIn, Nurturing the IT Committee Research 2014: How significant is the role education plays in the following types of decisions undertaken by your organization?
of the Tech Committee require
education to sustain or make a
change to their ecosystem
But educational content is critical throughout
the technology lifecycle.

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Like (353) Comment (33)

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EARNED
Trust + Credibility
m u s t b e

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Rethinkthe
Tech Buyer’s Journey
1. The Tech Buying Committee
• Why does it matter
• Why does it exist
• Who is it
2. Why and how you should use content to
reach and unify your buying committee
• Multiple functions
• Common goals
3. Content is not just about lead generation…
• Think beyond the sale
• Align with your sales and post-sales teams
Broaden your targeting to include more functions.
The more people who know about your brand, the
more likely you are to make it to the short list.
Craft content that extols the cross-functional benefits
of your products and services. Unify your buying
committee. The brands that do this win.
Make sure your content strategy continues with your
customers post-sale – they want to hear from you
throughout their entire purchase journey.

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Want more details?
To learn more about the
technology buying committee
research, download the
complete Beneath the
Surface eBook.
To learn more about how to build
and execute a stellar content
marketing plan, download The
Sophisticated Marketer’s Guide to
Content Marketing.

44. Thank you